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Summary

In this insightful presentation, Michaela Olette explores how TikTok and Gen Z have revolutionized the world of advertising. She explains that Gen Z, digital natives aged 12-27, is highly engaged with social media, spending over four hours a day online. TikTok, with its short videos, has become a major platform for brand engagement, with popular companies like Taco Bell and Glossier creating authentic content to stay relevant. Gen Z uses TikTok not only for entertainment but also for shopping, making it a powerful tool for brands to reach younger consumers and create lasting connections.

Takeaways

• 😀 Gen Z consists of individuals between the ages of 12 and 27 and makes up about 20% of the U.S. population.
• 😀 Gen Z is considered a 'digital native' generation, meaning they are extremely comfortable and familiar with the internet and digital tools.
• 😀 Social media plays a central role in the daily lives of Gen Z, with platforms like TikTok being particularly influential.
• 😀 TikTok has grown rapidly, becoming the third most popular social media platform despite being only eight years old.
• 😀 TikTok's format of short, bite-sized videos is especially appealing to Gen Z, who spend a significant amount of time consuming media on the platform.
• 😀 35% of Gen Z spends more than four hours a day on social media, making it a critical space for advertisers to reach this demographic.
• 😀 Brands now need more than just advertising—they must have an actual presence on social media to stay relevant and engage with users.
• 😀 Examples of brands successfully using TikTok for advertising include Taco Bell, Duolingo, and Glossier, which maintain active profiles to engage users.
• 😀 Gen Z interacts with viral trends, and brands can leverage these trends to create more engaging and authentic advertising content.
• 😀 52% of Gen Z uses TikTok for shopping and product discovery, highlighting its growing influence on purchasing decisions.
• 😀 To succeed in advertising to Gen Z, brands need to move beyond traditional ads and create content that feels genuine and aligned with current trends.

Q & A

What is Gen Z, and why are they considered 'digital natives'?

Gen Z consists of individuals between the ages of 12 and 27 and makes up around 20% of the U.S. population. They are considered 'digital natives' because they have grown up with the internet and digital technologies, making them highly comfortable and familiar with online spaces.

Why has TikTok become one of the most popular social media platforms?

TikTok has become popular due to its ability to deliver short, engaging video content that appeals to the fast-paced nature of modern consumption. The platform allows users to consume bite-sized videos, often lasting under a minute, which fits the preferences of Gen Z for quick, digestible media.

How much time does Gen Z spend on social media, and why is this significant for advertisers?

About 35% of Gen Z spends more than four hours a day on social media. This high level of engagement is crucial for advertisers, as it creates a large window of opportunity to reach this audience through targeted digital marketing and interactive campaigns.

How do brands use TikTok to engage with users?

Brands use TikTok by creating content that aligns with trends and the platform's culture. They maintain active profiles to engage directly with users, often sharing media that feels fresh, relevant, and in tune with current TikTok trends. Examples of brands like Taco Bell, Duolingo, and Glossier show how they leverage TikTok to build brand presence.

What role do trends play in advertising on TikTok?

Trends on TikTok play a significant role in shaping how ads are created. Brands often pick up on viral trends, like popular phrases or challenges, and incorporate them into their marketing. This approach makes the ads feel more authentic and relatable to users, especially younger audiences.

Can you give an example of how a viral trend was used by brands in advertising?

One viral trend involved users repeating the phrases 'very cutesy' and 'very demure.' Brands leveraged this by incorporating these phrases into their content, which resonated with the TikTok audience and made their advertising feel more aligned with current online culture.

What percentage of Gen Z uses TikTok for shopping and product discovery?

52% of Gen Z users say they use TikTok to shop and discover new products. This statistic highlights the platform's influence on consumer behavior and its potential to drive sales through product discovery.

Why is it important for brands to have a presence on social media beyond just advertising?

Having a presence on social media allows brands to engage directly with consumers, create authentic connections, and stay relevant. It's no longer just about traditional advertising; it's about being part of the ongoing cultural conversation and interacting with users in meaningful ways.

How does the relationship between Gen Z and social media influence advertising strategies?

Gen Z's deep connection with social media has transformed advertising by shifting focus from simple ads to interactive and authentic content. Advertisers need to be engaging, stay on top of trends, and create content that feels personal to resonate with this generation.

What is the main takeaway for advertisers trying to reach Gen Z through social media?

Advertisers should focus on creating a real, engaging presence on platforms like TikTok, where they can build relationships with Gen Z consumers. This approach goes beyond traditional advertising and emphasizes authenticity, trend awareness, and active participation in social media conversations.